Kambi fully commits to AI, with brand refresh and product consolidation: “Powerful Network. Proven Edge”
Sports betting technology supplier Kambi has announced a brand refresh, aimed at reflecting its “ambition to shape the next generation of sports betting through AI, network intelligence and more dynamic betting experiences.”
The group has labelled the new identity “Powerful Network. Proven Edge.”
Kambi highlights how “the industry is entering a period of major change,” noting that AI advancements “are transforming what can be priced, traded and delivered, while player expectations continue to evolve towards experiences that are more personal, more engaging and more responsive.”
The group furthered that “Kambi believes the operators best placed to succeed in this environment will be those able to turn technology, data and intelligence into a genuine competitive advantage.”
Speaking of the revamp, Kambi CEO Werner Becher noted that “Kambi is driving sports betting into a new era. AI is changing what’s possible, player expectations are evolving and operators need partners that can help them adapt and stay ahead. We’ve spent years building the technology, expertise and capabilities needed for that future. Today, we’re bringing that story together under one Kambi brand. Powerful Network. Proven Edge. captures what makes Kambi different. Our network gives us unique insight. Our technology turns that insight into innovation. And our expertise helps operators create better experiences for their players. Together, those strengths give our partners an edge today while helping them prepare for what comes next.”
The shift also brings Kambi’s various capabilities under one brand, including its Tzeract’s AI trading platform, Shape Games’ front-end technology and Abios’ esports business.
The newly refreshed brand is set to make its first major industry appearances at SBC Summit Lisbon and G2E Las Vegas later this month.
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The Backstory
AI push builds on a network strategy
Kambi’s brand refresh is less a cosmetic exercise than a marker of where the sportsbook supplier has been steering its business for several years. The company’s new positioning around “Powerful Network. Proven Edge” brings together themes that have already been visible across its commercial wins, product launches and management commentary: a larger partner network, more automated trading, deeper bet-building capability and a sharper focus on regulated markets.
The timing matters. Sportsbook suppliers are under pressure from operators that want more than a standard odds engine. Large operators increasingly expect personalized betting experiences, stronger live products, better margins and compliance tools that can work across complex jurisdictions. Kambi’s response has been to frame its scale as a data advantage. The more partners and markets it serves, the more betting information flows through its systems. The company argues that this creates the foundation for faster pricing, automated risk management and more relevant products for end users.
That logic underpins the current consolidation of Kambi’s assets, including its AI trading platform Tzeract, front-end specialist Shape Games and esports business Abios, under one brand. The move seeks to present Kambi not only as a turnkey sportsbook provider but as a technology group capable of supplying multiple layers of the sports betting stack.
Commercial wins have reinforced the regulated-market pitch
Kambi’s rebrand follows a series of deals that show how the company is trying to convert its technology narrative into market share. In Latin America, the supplier recently signed a long-term omni-channel agreement with RedCap to power the Betpro and Starplay brands, initially in El Salvador and Panama. The deal, described in Kambi’s RedCap partnership for a Latin America sportsbook rollout, also includes retail expansion and potential entry into additional markets.
The RedCap agreement is significant because Kambi is replacing an incumbent supplier and integrating with RedCap’s proprietary player account management platform. That speaks to one of the company’s main selling points: flexibility for operators that want to control parts of the customer relationship while outsourcing sportsbook trading, pricing and risk. It also supports Kambi’s claim that its products can scale across brands and channels, a critical requirement in Latin America, where retail networks, local brands and online expansion often develop in parallel.
Canada has provided another test case for Kambi’s regulated-market strategy. The company won a mandate to provide sportsbook technology for provincial lottery operations in Atlantic Canada, Saskatchewan and Manitoba through a framework involving Atlantic Lottery Corporation and British Columbia Lottery Corporation. The award, outlined in Kambi’s multi-province Canada contract, positioned the supplier within government-backed lottery systems where governance, integrity and player protection are central procurement criteria.
Such contracts are important beyond their immediate revenue contribution. Lottery and state-owned clients tend to have lengthy procurement cycles and strict compliance standards. Winning those mandates helps suppliers build credibility in other regulated jurisdictions, especially where governments are weighing how to channel sports betting demand into licensed frameworks.
Brazil and Latin America have become central to expansion
Latin America has become one of Kambi’s clearest growth priorities, with Brazil at the center. The company signed a strategic partnership with Stake to provide its turnkey sportsbook in Brazil as the country opened its regulated sports betting market. The agreement, covered in Kambi’s Brazil sportsbook deal with Stake, gave the operator access to Kambi’s platform in a newly licensed market while leaving room for possible expansion into other regulated jurisdictions.
Brazil is a proving ground for suppliers because it combines scale, political scrutiny and operational complexity. The market’s formal launch created a rush among operators, payment providers and technology vendors, but it also brought compliance obligations and public debate over advertising, taxation and consumer protection. For a supplier such as Kambi, the opportunity is to show that a sportsbook can support growth while meeting local requirements.
Kambi has also been investing in regional leadership. It appointed former Sportradar executive Mateo Lenoble as head of sales for Latin America, a move detailed in Kambi’s hiring of Mateo Lenoble to lead Latin America sales. The appointment followed earlier activity in Brazil and reflected a more deliberate commercial push across the region.
The company has pointed to existing strength in Colombia, Argentina and Brazil, while also acknowledging the risks. In Colombia, higher gross gaming revenue taxes have added pressure. In Brazil, political attention on betting has created uncertainty even as the licensed market moves forward. Those dynamics make the supplier’s technology pitch more consequential: operators need products that can compete, but they also need partners able to adapt when tax rates, licensing rules or advertising restrictions change.
Product data has strengthened the AI argument
Kambi’s technology narrative is not limited to executive messaging. Recent product data has given the company a practical way to demonstrate how automation and network intelligence can affect betting behavior. During the 2026 FIFA World Cup group stage, Kambi said its Bet Builder accounted for about 20% of all live bets, up sharply from 3% during the full 2022 tournament. The figures were reported in Kambi’s World Cup Bet Builder performance data.
The growth of live Bet Builder is important because in-play betting is one of the most technically demanding parts of a sportsbook. Pricing must update quickly, markets must remain coherent and risk must be managed across correlated outcomes. If a supplier can automate more of that process, it can expand the number of betting options without proportionally increasing trading costs. That is the commercial case behind Kambi’s AI investment.
Kambi has also said its AI trading system is pricing and trading more than 60% of bets across its network on a fully automated basis, with expansion across soccer, tennis, ice hockey and basketball. Automation can improve efficiency, but it also raises the stakes for model quality. Poor pricing can quickly spread through a network, while better pricing can lift margins, reduce risk and support a broader live offering. The company’s rebrand leans heavily on the idea that its scale and data make the latter outcome more likely.
Player props and substitution-related products further show where sportsbook demand is moving. Bettors increasingly expect markets around individual athletes, real-time match events and same-game combinations. These products require richer data feeds and more sophisticated pricing logic than traditional match-winner or totals markets. Kambi’s challenge is to turn that complexity into repeatable products operators can deploy across markets without sacrificing control.
Consolidation aims to simplify a broader portfolio
The decision to bring Tzeract, Shape Games and Abios under a unified Kambi identity reflects a broader shift among business-to-business gambling suppliers. Operators want modular products but not fragmented vendor relationships. A sportsbook provider that can offer trading, front-end technology, esports services and data-driven personalization under a clearer umbrella may have an advantage, particularly with operators entering new regulated markets quickly.
Shape Games gives Kambi a stronger front-end proposition, helping it address the customer experience layer rather than only the underlying sportsbook engine. Abios extends its reach into esports, a segment that remains uneven across jurisdictions but has strategic value with younger betting audiences. Tzeract anchors the AI trading message, making automation central to the group’s identity rather than a back-office capability.
The risk is execution. Consolidating brands can create a cleaner market message, but it also raises expectations that products will work together seamlessly. Kambi must show that its combined portfolio delivers measurable benefits for operators, whether through higher engagement, better margins, faster launches or stronger localization. The company’s recent deals in Canada, Brazil and broader Latin America provide the commercial backdrop against which that claim will be tested.
For operators, the stakes are straightforward. Sports betting markets are becoming more competitive and more regulated at the same time. Suppliers that can combine compliance, automation, local flexibility and product depth will be better positioned to win long-term contracts. Kambi’s brand refresh signals that it wants to be judged on that full package, not simply on its legacy as a sportsbook platform provider.
